For this month, we will consider direct mail statistics for both clubs and continuity sectors; in other words, mailers that rely on prospects to buy something each month, such as book clubs, wine buyer’s clubs and food/product companies like Gevalia Kaffe.
Since 2004 in the Who’s Mailing What! Archive, continuity and clubs mailings have shared a similar portion of the mailstream. In 2004, they took up 2.3 percent, crept up to 2.7 percent in 2005, and then dipped back down to 2.3 percent for both 2006 and so far in 2007.
While the same volume of clubs and continuity mailings went out each year, trends within those efforts did not hold steady over the past three years. Comparing mail that repeated, used premiums and/or personalization, and that took the form of a self-mailer, increases were seen across the board, with repeat mail being the one exception, of course (more experimentation with premiums, personalization and self-mailers equals less repeat mail).
Indeed, premium usage was at 52.1 percent of clubs/continuity mailings in 2004, moved up to 54.3 percent in 2005, before zooming all the way to 59.7 percent in the first seven months of this year. Personalization saw a similar curve, starting at just above 21 percent in 2004 and 2005, before expanding to 25.7 percent in 2006 and eventually moving to 27.3 percent this year.
Self-mailers, meanwhile, didn’t experience as drastic an increase, beginning at 45.1 percent of all clubs/continuity mailings in 2004, slowing to 37.4 percent in 2005, before ramping back up to 43.7 percent in 2006 and landing at 48.7 percent thus far this year.
As mentioned, repeat mail went the opposite direction, as almost half of clubs/continuity mailings in 2004 was repeated. That percentage faded, to 48.7 percent in 2005 and 46.7 percent in 2006, before bottoming out at 36.4 percent in the first seven months of 2007.